rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Grupo Familia
    sub title: monetizing a digital marketing campaign in Colombia
  name:
    name part: Parker, John C.
    role:
      role term: creator
    role:
      role term: author.
  type of resource: text
  genre: Electronic books.
  genre: Case studies.
  genre: Études de cas.
  origin info:
    place:
      place term: enk
    date issued: 2017
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: remote
    extent: 1 online resource : illustrations.
  abstract: This case features Lucas Lopez Lince, a rising leader in Colombian consumer goods company Grupo Familia. Lopez Lince had inherited a digital marketing program built around a newly identified customer persona--a young low-income mother. The program represented a significant shift in Familia's target customer as well as a shift in the way marketing funds were spent. The program appeared to be working, so he increased the digital spend even as he had to reduce his overall marketing budget in the face of challenging economic headwinds. Activity metrics such as page views, social media "likes," and video views rose dramatically, and at the same time sales began to rise again. By the beginning of 2017, Lopez Lince faced a deeper set of questions. How could he be certain that the rising sales were due to the digital efforts? Would the existing digital programs and tactics continue to deliver against chosen metrics? And what could he do next in order to continue driving growth of revenue and margin through digital efforts? Students assume the role of Lopez Lince and are asked to apply concepts such as customer personas, micro-moments, and customer journey mapping to develop their own point of view on what they would do next.
  target audience: specialized
  note: John C. Parker.
  note: Originally Published InParker, J. C. (2017). Grupo Familia: Monetizing a digital marketing campaign in Colombia. 5-317-501. Evanston, IL: Kellogg School of Management at Northwestern University.
  subject:
    geographic code: s-ck---
  subject:
    name:
      name part: Lince, Lucas Lopez
  subject:
    name:
      name part: Grupo Familia.
  subject:
    topic: Consumer goods
    geographic: Colombia
  subject:
    topic: Internet marketing
  subject:
    topic: Internet advertising
  subject:
    topic: Electronic commerce
  subject:
    topic: Consumers
    geographic: Colombia
  subject:
    topic: Consumers' preferences
    geographic: Colombia
  subject:
    topic: Biens de consommation
    geographic: Colombie
  subject:
    topic: Marketing sur Internet
  subject:
    topic: Publicité sur Internet
  subject:
    topic: Commerce électronique
  subject:
    topic: Consommateurs
    topic: Préférences
    geographic: Colombie
  subject:
    topic: Consommateurs
    geographic: Colombie
  subject:
    topic: Consumer goods
  subject:
    topic: Consumers
  subject:
    topic: Consumers' preferences
  subject:
    topic: Electronic commerce
  subject:
    topic: Internet advertising
  subject:
    topic: Internet marketing
  subject:
    geographic: Colombia
  classification: HF1040.9.C7 P37 2017
  classification: 338.02
  related item:
    title info:
      title: SAGE Knowledge. Cases
  identifier: 9781526462831
  identifier: 1526462834
  identifier: http://proxy.library.tamu.edu/login
  record info:
    record content source: SGPBL
    record creation date: 190104
    record change date: 20240923171755.4
    record identifier: in00005497124
    language of cataloging:
      language term: eng